Q: Hello Thomas. Today we are talking about content and content strategy at Amazee Labs. What exactly is content strategy?
A: In short, content strategy is a plan that can help us to write and produce the most relevant content for a website or digital campaign. Content strategy can also be applied holistically across all other channels, helping the campaign to feel more cohesive. This means that content strategy is a framework to plan, create, deliver and manage all usable content. At first glance, this framework might just be a spreadsheet, but in essence, it needs to provide solid guidelines, providing a shared focus and answering any pertinent questions; for example, who should consume our content and why? What type of content are we putting out there and what purpose does it serve? These are important questions, that help to place necessary focus on our users, goals and overall strategy at the same time. It also helps to make the content “SAGE” (Simple/Short – Actionable – Goal-oriented – Easy).
Q: Why is this such an important topic for UX designers?
A: Providing answers to all those ‘pertinent’ questions I mentioned before, a content strategy is user-centric and impacts the User Experience at its core.
We believe that content is the most valuable asset relating to user experiences. Users generally visit a website with a specific question already in mind. If we, the website creators, manage to provide the correct answer to a particular user at the most relevant time, this will, in turn, have a positive effect on both the UX and the client’s business. So, unlike most agencies, a content strategy is way more than just an SEO-driven topic for us.
Q: How can this goal be achieved? How do we develop content strategies at Amazee Labs?
A: We must keep in mind that we are not developing content strategies alone, but rather in collaboration with our clients. In this scenario we coach, moderate and ideate in content strategy workshops. Within these workshops we bring the content strategy to life, this means we develop and commit to certain content attributes, namely:
- Content Themes: from top-level communication to smaller messages, here we decide which content topics we actually need and what content we want to talk about.
- Target User: the person/group our client’s website is targeting.
- Customer Journey: it is imperative that we target the user at the most relevant time during their website journey. This ensures they receive the correct information to attract and educate them along the way.
- What are the reasons to believe the product/brand is good and trustworthy?
- How does the content reflect not only the values but also the value propositions of our brand?
- What are our conversion points, meaning what action would we like the user to perform once they have engaged with our content? We will then decide how and when to follow up on this conversion.
Once all these aspects are discussed and combined, each future content type will be written with these workshop conclusions in mind, ensuring that all future content is relevant to the user thus providing business value that compliments the brand.
Q: How do our clients know if they actually need a content strategy?
A: In most of our projects, we focus on a content-first approach when designing or optimising experience platforms such as websites. Relaunch projects are also often accompanied by changes within the strategy on the client’s side, which then also needs to be reflected in the content. Regardless of specific scenarios, we always encourage our clients to refresh their website content in a relaunch process, optimising it based on learning outcomes and thus regaining focus on what is most relevant to the user.
Are you interested to see if your content strategy is up to date? Let’s talk!